Quick and convenient coffee with or without machines

Coffee machines for home use and pre-portioned capsules have appeared in the assortments of both leading coffee distributors. Consumption habits are slowly changing in the coffee market as well. Manufacturers have been forced to raise prices as a result of an increase in the world market price of unprocessed coffee, while consumers have been forced to economise on their spending. As a result, consumption has dropped. However, structural change has continued, with 2in1 and 3in1 instant products continuing to gain in popularity. Private labels have also become successful in this segment. Regarding distribution channels, hyper markets where coffee is sold under private labels in large sizes, have increased their market share to over 12 percent. The success of PL has put brands with a lower brand value into a difficult position – says Judit Tőzsér, from Sara Lee Hungary Zrt. – As Douwe Egberts Omnia is still the market leader in the premium segment of the ground-perked segment, brand loyalty among customers is apparently high. DE Paloma and DE have both produced growth as well. The Senseo coffee machine by Sara Lee and Philips has been one of the most exciting innovations in recent months. It has already revolutionised the market of roasted coffee in Western Europe. According to Judit Tőzsér, two new flavours of Douwe Eberts Senseo are to be launched in October. Douwe Egberts Senseo Cappucino and Douwe Egberts Senseo Café Choco will also appear in the autumn. – In response to the consumer requirements of the 21st century, Tchibo has developed the Cafissimo coffee machine – says Ágnes Szijjártó, from Tchibo. The coffee capsule is sealed, allowing the coffee to remain fresh. Cafissimo can be used for making three different types of coffee, and with the foamer the machine can make excellent capuccino, latte macchiato or espresso macchiato. Another innovation apart from Douwe Egberts Aroma instant coffee is the new instant version of Douwe Egberts Omnia made with freeze dried technology, which represents the highest quality. – We have also launched a new product combining the advantages of capuccino and 3in1, under the name Douwe Egberts Cremissimo – adds Judit Tőzsér. Tchibo Exclusive Origins products have been welcomed enthusiastically. The two products, Tchibo Exclusive Brazil Mild and Guatemala Medium are also available in roasted and ground form in hyper markets. The assortment of the super premium Davidoff brand has also been expanded by Davidoff Café Fine Aroma, Rich Aroma and 57 Espresso freeze instant coffees. The appearance of the popular Eduscho product line has also changed. Eduscho Dupla has retained its traditional green colour, while orange has become the new colour of Eduscho Hosszú. The 40th birthday of Douwe Egberts Omnia is one of the key elements of marketing activities in 2008. Various promotional campaigns and innovations are to be linked to this birthday. Trade marketing is also an essential part of the marketing mix used by Tchibo with Tchibo Exclusive pyramids displayed in one of the hyper market chains as an excellent example.